As Gucci preps for its next chapter, a new beginning, it returns to its roots for Cruise 2026. Presented yesterday in Florence, Gucci’s founding city, the collection is an ode to its incredible archive, a representation of past, present, and the future that awaits.
Ahead of Demna’s debut in September, Cruise 2026 was designed by Gucci’s creative studio. The team looked to the archives for inspiration, seamlessly melding past and present. If the intention was to make the archives come to life, that’s precisely what they did.
Past Meets Present at the Gucci Archives
The show itself was held at the Gucci Archives, located in a 15th-century building that was Gucci’s original workshop from the 1950s on. It was the perfect place to showcase the collection, which was chock-full of odes to Gucci’s vast archive.
Ready-to-wear draws on a specific art of Italian style—”sprezzatura,” which offers a distinct effortlessness and way of life that remains integral to the Gucci aesthetic. Silhouettes are strong and structured, defined by exaggerated shoulders and juxtaposed with delicate silks and lace.
Nods to Gucci’s incredible craftsmanship, like embellished lace and intricate brocades, are present throughout the collection. Of course, no archive-inspired collection is complete without the iconic GG Monogram, which is expertly interwoven throughout.
Introducing the New Gucci Giglio Bag
GG Monogram also extends to the bags, including the new Gucci Giglio bag, which is a tribute to Gucci’s heritage roots and brand DNA. Named Giglio after the Italian word for lily, it is both an ode to Gucci’s archives and the city of Florence; the lily has been a symbolic emblem of the city since medieval times.
Focusing on archival details with a modern spin, the Gucci Giglio bag celebrates Gucci’s heritage and commitment to innovation and craft. In an unprecedented move, the bag heads straight off the runway to Gucci.com, available exclusively online and at the Florence flagship boutique in GG Monogram canvas and denim.
Elsewhere, other archive-inspired pieces bring together Gucci’s past and present. The half-Horsebit continues to see a place within the leather goods collection, showcasing a new silhouette alongside a soft, vanity-style handbag. Logos from Gucci’s past see a presence as well on chain straps throughout the collection.
View more from the runway below and shop the new Gucci Giglio now via Gucci.
Images courtesy of Gucci and Vogue Runway
I was at a flagship Gucci store today and wow… it was so underwhelming. Everything is so cheap looking. Super disappointed.
Gucci ruined itself by being about gaudy logos rather than quality and design. Some people seem to think wearing a GG buckle belt makes them “classy.” Well, it’s quite the opposite.
Half these bags look like knock off toiletry pouches.
I do feel bad for Sabato De Sarno. He’s a great designer and Gucci just wasn’t a good fit for him. Gucci is supposed to be luxurious and a little over the top and his minimalist esthetic just didn’t work. I’m liking the direction Gucci is heading
Gucci feels luxurious and even the sporty gg monogram bag 💚🤍❤️
I agree. I love Gucci.
Gucci is the opposite of luxury. Made in China and assembled in Italy, poor quality, cheap materials, hyped by influencers… there is a reason why their stock and revenue are way down for the past few years.
I agree, it all looks so dated and cheap. I guess if someone is a fan of 1970’s bags and fashion this would appeal. Their bags also don’t hold value.
Which Gucci bag is made in China? I do not know of one. Gucci quality is actually quite good. Do you own a Gucci bag? Gucci was on a high back with AM, all designers have highs and lows.
https://www.voguebusiness.com/story/companies/kering-sales-drop-14-in-q1-as-gucci-woes-continue Gucci sales down 24%! It’s a massive downturn.
Thank you for sharing. I can’t say that I m surprised.
Another great read is the 2016 report for the European Commission (later pulled under the lobby of luxury conglomerates), titled A Tough Story of Leather.
You should also check out “Cash Investigation” on YouTube. It’s an investigative series from French national television. They have an episode dedicated to the making of luxury bags, in particular the leather tanneries in Italy that serve all the big luxury brands. It’s eye opening.
I think you mean “chock full” – the phrase you wrote is dangerously not searchable
I am very sorry about this unfortunate typo…!!
I kinda like the Gucci Giglo, similiar vibes with YSL Y Tote.
Same company.
Fabulous collection and love every single piece!! Clothes are so wearable, airy and yet sexy! All has got good vibes and realistic. Also love the sunglasses collection too. Well done GUCCI!!
Stunning bags. But the ones I like are hand held which seems impractical in today’s world? I still love the horsebit details. Beautiful.
I see a couple that I could go for-the purple and the monogram one next to the candy stripes.
I am really loving the purple 💜 piece.
Don’t bother with the dragon bags. They’re just retreads of the ones designed by Tom Ford years ago. You can find them without too much trouble by resellers for much more reasonable prices — even when in great condition. For example, there’s one for sale on Labellov for about $1700. A lot less than what Gucci will charge for the repeats.